Amazing why so few businesses understand it.
Check out his post on LinkedIn: Why Do People Buy?
He went through a classic deep understanding exercise — and again it’s astounding how few people, even those in sales and marketing have done this — and came up with:
I came to this conclusion: People buy for a variety of reasons – some reasons are unique to a single individual. But a common reason – an answer to the question “why” that stretches across global markets, across demographics, across product categories, is this: people buy things is because it is fun.
You can now explain Apple: Insanely great is fun. Showing off insanely great to your friends is fun. Hope they don’t forget that — by the way, it includes the shopping experience, not just the product.
As Boyd insisted, actions flow from orientation, so if your orientation isn’t a good model of unfolding reality (i.e., better than your competitions’ and for that matter, your customers’), don’t bother with the rest of your business strategy.
Or as Mikitani summarized it:
See things the way they really are. Ask “why” over and over again.